Google Revamps The AdWords Auction Insights Video After Years

Yesterday, Google announced they've updated their AdWords auction explanatory video after almost five years. Both videos, the original and the new one, are by Hal Varian, Google's chief economist and both are over 8 minutes long.

Here is the new video:

Here is the old video from 2009:

The new video covers:

The key factors behind Ad Rank

How Ad Rank is calculated

Things to consider for maximizing Ad Rank

Google also released a detailed white paper on the model that explains:

How to use Quality Score as a diagnostic tool

Tips for optimizing the components of Quality Score

Key insights about what does and doesn’t matter in terms of the quality of your ads